Marketing in Taiwan: Local Publishers Bolster Data to Battle Facebook and Google Duopoly - eMarketer
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eMarketer Interview

Marketing in Taiwan: Local Publishers Bolster Data to Battle Facebook and Google Duopoly

Preview from eMarketer PRO

An interview with

Jennifer Tang

CEO, Dentsu Aegis Network Taiwan

Interview summary

Though total media ad spending in Taiwan dropped by 2.5% in 2016, according to eMarketer estimates, advertisers continue to ramp up their spend in the digital space. Jennifer Tang, CEO of digital marketing and communications firm Dentsu Aegis Network Taiwan, spoke with eMarketer’s David Green about her outlook for digital advertising in the country and the top concerns for local advertisers.

Interview

eMarketer: Who are the dominant digital publishers in Taiwan?

Jennifer Tang: Yahoo is one of the leading portals in Taiwan. News sites Apple Daily and ETtoday are two leading publishers in the news sector. Pixnet is dominant in the social media area. However, Dcard is catching up and has become a popular social platform among college students and young office workers in Taiwan.